Implement Server-Side Tagging with Seers Using Google Tag Manager

This guide walks you through implementing server-side tagging using Seers with Google Tag Manager (GTM).
It covers the complete setup process, including container configuration, domain linking, and GA4 integration.

By following these steps, you can route tracking events through a secure server container for improved accuracy, performance, and data control. 

Step 1: Verify Web Container and Seers Tag   

First, you have to log in to Google Tag Manager and open your web container for your domain.

1. Log in to Google Tag Manager to access your accounts page, locate your account and select your domain’s Web Container. 

   

2. Navigate to the Tags section. Here, you’ll see all existing tags, including Seers CMP. 

   

3. If you haven’t added the Seers CMP tag yet, follow the guide to add the Seers CMP tag first.
4. Close the tag and return to the Accounts page. 

These steps ensure your web container is ready and the Seers CMP tag is in place before creating the server container.

Step 2. Create a Server Container

Now you have to create a new container for server-side tagging and select the target platform as Server.

1. From your Accounts page, click Create Container.

   

2. Name the container using your domain and append “server” for easy identification (e.g., your site - server).

   

3. Select Server as the target platform.

   

4. Click Create Container.

   

5. A pop-up will appear asking you to set up a tagging server. Select Manually provision tagging server and copy the Container Configuration ID displayed.

   

Step 3. Configure Seers Server-Side Container

Now you have to log in to Seers and set up your server-side container using the GTM configuration ID.

1. Log in to Seers and navigate to Server-Side Tagging.

   

2. Create a new server container.

   

3. Name the container appropriately, paste the Configuration ID from GTM, and click Create Container. 

   

4. Then open the container dashboard.

   

5. Go to the Domain section and copy the domain URL provided by Seers.

   

Step 4. Link Server Container in GTM

Now you have to go back to your GTM server container and add the Seers domain URL in container settings.

1. In your GTM Server Container, go to Admin → Container Settings. 

   

2. Paste the server domain URL provided by Seers and save the settings.

   

3. Navigate to the Workspace tab and preview the container.

   

   

Step 5. Set Up a Custom Domain 

Now you have to set up a custom domain in Seers’ container dashboard to get the full benefits of server-side tagging. 

1. In the Seers container dashboard, set up a Custom Domain, and click Add Domain.

   

2. Copy the DNS records provided and add them to your domain provider’s DNS settings. 

   

3. After DNS propagation, return to Seers and click Verify.

   

4. Once verified, copy the Custom Domain URL.

   

5. Back in the GTM Server Container, go to Admin → Container Settings. 

   

6. This time, add the Custom Domain URL.

   

7. Go to Workspace, select your Custom Domain URL.

   

8. Click preview to see the mapping of your custom domain.

   

Step 6. Connect Server Container to Web Container

Now you have to connect your server container to your web container by adding the server container URL in your web container’s tag configuration.

1. Open your Web Container in GTM.

   

2. Go to Tags and select Google Tag. 

   

3. Open this tag’s configuration and add a Parameter:

   

   • Parameter Name: server_container_url

   • Value: your server container’s domain URL

     

4. Save and Submit the changes, then Publish.

   

Step 7. Set Up GA4 Measurement in Server Container

Now you have to copy your GA4 measurement ID from the web container and create a constant variable in the server container.

1. In the Web Container, go to Variables and head to User-Defined Variables.

   

2. Open the GA4 Measurement ID and copy the mentioned value. 

   

3. Now head to the Server Container and navigate to Variables.

   

4. Under User-Defined Variables, create a New variable. 

   

   • Name: GA4 Measurement ID

     

   • Variable Type: Constant

     

   • Value: Paste your GA4 Measurement ID

     

5. Save the variable.

   

Step 8. Configure GTM Client in Server Container

Now you have to create a new client in the server container and link it to your GA4 measurement ID.

1. Go to Clients in server container and create a New Client.

   

2. Name the client as GTM Web Container. 

   

3. Client Type: Google Tag Manager: Web Container

   

4. Add Container ID: {{GA4 Measurement ID}} and Uncheck any region-specific settings.

   

5. Save the client.

   

Step 9. Configure GA4 Tag in Server Container

Now you have to create a GA4 tag in the server container and set it to trigger on the appropriate client events.

1. Go to Tags and add a New Tag.

   

2. Name: Google Analytics GA4

   

3. Tag Type: Google Analytics: GA4

   

4. In Tag Configuration, add the Measurement ID: {{GA4 Measurement ID}}

   

5. Go to Triggering and add a New Trigger:

   

   • Name: GA4 All Events

     

   • Trigger Type: Custom

     

   • Fire on: Some Events

     

   • Click Select Variable and choose Built-in variable as Client Name

     

   • Condition the condition to equals & GA4, then save the trigger.

     

6. Save the tag. 

   

7. Preview the server container.

   

Step 10. Verify Server-Side Tagging

Now you have to preview your containers and verify that your GA4 tags are firing correctly through the server container.

1. Now, open the Web Container in preview mode.

   

2. A pop-up will appear asking you to add your site’s URL.

   

3. Add your website URL and click Connect.

   

4. A new pop-up will appear showing the connecting status of your site. 

   

5. Your website will open in a new window. Interact with the cookie banner on your site.  

   

6. Then, head to the Server Container preview, and you should see the Google Analytics GA4 tag firing as expected.   

   

Once the GA4 tag is successfully firing in the server container preview, your server-side tagging setup is complete. This confirms that events are being routed from the web container to the server container and processed correctly.